Bridging the digital and real-world gap.
In today's modern store environments, retail is about more than just transactional touchpoints; it is a stage for brand storytelling. To capture the attention of today's distracted shopper, we believe the future of retail lies in a 'Phygital’ hybrid approach: using elevated print displays as the foundational theatre that anchors and launches a brand's digital story in store.
The "Phygital" advantage isn't just about adding screens; it’s about creating a heightened reality. By merging physical builds with digital layers, brands provide a sensory "hook" that captures attention and, more importantly, builds consumer trust through real-world interaction.
According to research by Accenture, the impact of immersive experiences on the shopper journey is profound: 47% of consumers say that immersive experiences make them feel more connected to a brand.
At Dashing, we achieve this through advanced creative engineering and print capabilities that transform static spaces into multi-dimensional environments that stop traffic. We focus on three key approaches to environmental storytelling through print:
3D Prop Print: Leveraging print as a construction material. By using 3D builds and intricate paper-craft engineering, we transform flat sheets into complex sculptures. This provides the tactile centerpiece that serves as the heart of an immersive experience.
Illusionistic Depth: Immersive in store moments don’t always require a massive footprint. Using ‘forced perspective’ and layered 2D printing, we create the illusion of infinite depth. This allows brands to create high-impact, immersive set builds even within the tightest retail constraints.
The Phygital Portal: Once the physical theatre has captured the shopper, print acts as the bridge. By integrating QR, NFC, or AR triggers directly into the design, the printed display becomes a portal, launching the customer from the physical store into
a deeper digital brand journey.
The Proof: David Jones x
Qantas Frequent Flyer Launch
Dashing utilised 3D print elements to bring the David Jones x Qantas Loyalty collaboration to life, driving both foot traffic and digital engagement.
We engineered 3D Dalmatian builds and layered elements that transformed the iconic David Jones store into an immersive journey. This elevated the campaign from simple signage to a high-impact, 3D experience that physically manifested the prestige of this brand collaboration. It wasn't just a display; it was a physical manifestation of the offering, encouraging in-store app exploration and sign-ups.
